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About the course
A brand is a pivotal strategic and financial asset for any organization. In Brand Leadership: Strategy, Management, and Performance, you will learn how to build a strong brand identity, a superior brand experience, and lasting brand loyalty. You will be able to differentiate your brand from the competition, sustain its differentiation and competitive advantage, and maximize its impact and profitability.
The program is fast paced, dynamic, and practical, combining interactive lectures and discussions with case studies, planning exercises, and other group work. It is delivered in close collaboration with the Center on Global Brand Leadership, a one-of-its-kind think tank that provides innovative brand solutions.
At the Center, the program’s faculty directors, Professors Bernd Schmitt and Michel Tuan Pham, have developed some of the key ideas in brand marketing and management today – from emotional branding and positioning platform selection to customer experience management. These ideas have been built into the Executive Brand Leadership ModelTM, a powerful set of practical tools for managing and leveraging brand assets in today’s global and digital environments. In the Brand Leadership program, you will learn to apply this model to your brand and organization for greater profits and growth.
In addition to classroom work, the program uses New York City as a virtual brand and lifestyle laboratory. In addition to meeting New York-based new media experts, you will engage in an immersive brand experience tour of iconic retail stores, and conduct an on-site analysis of digital brand displays in Times Square, followed by drinks and dinner at a much-buzzed-about lifestyle restaurant and bar.
Our professional relationship with you will begin before the program and won’t end with the program. Prior to the program, you will receive a free Brand Leadership Audit from the program directors. After the program, you will be eligible to join the network of thousands of brand executives associated with the Center on Global Brand Leadership, attend the Center’s conferences at a discount rate, and receive the Center’s latest updates in knowledge and brand insight.
The program will equip you with the knowledge, skills, and tools to differentiate your brand from the competition and manage it strategically. The initial Brand Leadership Audit will give you a better understanding of the strengths and weaknesses of your brand, whereas the Executive Brand Leadership ModelTM will give you a set of planning instruments and tools to leverage your brand’s opportunities and address its threats.
After attending program, you will be ready to:
- Diagnose your brand’s strengths and weaknesses
- Develop genuine customer insights about the brand
- Differentiate your brand from the competition
- Create a compelling brand experience
- Plan and execute an integrated brand campaign
- Design and manage digital brand communications
- Leverage and protect your corporate brand reputation
- Measure and demonstrate the value of your brand
- Optimize the role of your brand within the brand portfolio
- Plan the future for your brand
In addition, you will be eligible to join the network of thousands of brand executives associated with the Center on Global Brand Leadership. As a member, you will be able attend the Center’s conferences and events at a discount and receive the Center’s latest knowledge and brand insight updates.
Upon completion of this program, you will earn three days towards a Certificate with select alumni and tuition benefits.
The program uses a combination of interactive lectures, case studies, planning exercises in groups, and experiential learning activities that leverage New York City as a virtual brand laboratory (including an immersive brand retail tour, an on-site analysis of digital brand displays, and a lifestyle immersion). Most importantly, you will learn, step-by-step, the various tools of the Executive Brand Leadership ModelTM, and apply these tools to your own brand.
Day 1 focuses on brand strategy, brand identity, and digital branding. We will begin with a Brand Leadership Audit where you will identify the strengths and weaknesses of your brand relative to competition. You will then discuss the key parts of your brand’s identity—the brand core, brand personality and brand positioning as well as various implementation elements. At the end of Day 1 we will examine social media, digital platforms and user content to develop a digital strategy for the brand.
Day 2 focuses on creating deeply human, emotional and social connection for the brand through brand archetypes and the brand experience. You will learn how to strengthen your brand using brand archetypes and customer experience management. In addition, we will invite a panel of brand practitioners and new media experts to join us to discuss current and future trends in branding, and integrated marketing communications.
Day 3 focuses on measuring brand value, brand architectures and portfolio management, and the organizational implications of your branding strategy. You will learn various brand impact metrics and design a tracking system for your brand. You will explore brand architecture options and how to assess the role of your brand as part of a brand portfolio. Finally, you will learn how to align the organization around the brand and become a brand-centric organization.
Who should attend
The program is designed for mid- to upper-level executives whose responsibilities require a strategic perspective on the brand. It is appropriate for marketing and non-marketing executives alike, and executives from a wide range of industries such as consumer goods and services, pharmaceutical and healthcare, media and technology, B2B services and products, and not-for-profit organizations. Anybody who owns or manages a brand will benefit from the program, including brand investors (e.g., private equity).
Trust the experts
Biography Professor Schmitt researches, teaches, and advises corporations on creative strategy, branding, and customer experience management. Schmitt's books include Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 langu...
Michel Tuan Pham
Biography Professor Pham’s business expertise covers the areas of marketing strategy and management, branding, customer and consumer psychology, trademark psychology, marketing communication, and executive decision making. His most recent research focuses on the role of feelings, emotions and mo...
Brand Leadership Program: Overview